Bibendum creates 'sales director for spirits' position

Bibendum has created a sales director for spirits position to broaden its reach into the premium side of the category.

The company said it had appointed Mukesh Kejriwal to the newly created role, with its latest recruit joining the team 16 January 2019.

Kejriwal joins from Venus Wines and Spirits, where he has worked for 18 years having held the position of national sales director for ‘the prestige on-trade’ for the past 10.

His “deep knowledge” of spirits, combined with an “unparalleled understanding” of the market and relationship with key spirits suppliers, would allow Bibendum to significantly broaden its reach into the premium spirits category, especially within London, said chief executive officer Michael Saunders.

“Bibendum’s future within the C&C family gives us the long-term stability that will allow us to give customers an ever better range and support from a top quality team. Mukesh significantly enhances this. He joins at a very exciting time,” he said.

Kejriwal said: “Having watched Bibendum for many years, it is exciting to be joining Michael and the team under the recent new ownership of C&C. I hope to help Bibendum achieve ambitious goals with their spirits business and develop sales to top hotels and restaurants within London and the UK.”

Last week, Enotria & Coe revealed it had poached two former Bibendum directors - Ants Rixon and Sam Thackeray, to fill to newly created regional and national managing director roles respectively.